Unilever Continues to Net Consumer Interest with Spraychel's Online Bid for the PresidencySpraychel is running for president of
23 Juni 2008 - 5:10PM
Business Wire
This election year, there's a new campaign that's set to win over
voters: I Can't Believe It's Not Butter!(R) Spray's �Spraychel for
President.� The online experience calls on consumers to vote for
Spraychel, offering them a chance to enter and win a $400,000
Presidential salary sweepstakes. Unilever, named 2008 Digital
Marketer of the Year by Advertising Age, builds on its success in
branded new media entertainment with the launch of the integrated
marketing program. The campaign features Spraychel, the fridge's
fetching heroine, in a dramatic presidential race against the
sinister Maxwell Butterman and includes an animated webisode
series, interactive election, and gaming area. The series begins
today at www.VoteSpraychel.com and showcases the celebrity star
power of Extra's Mark McGrath. �We have had great success in
integrating I Can't Believe It's Not Butter!(R) Spray into new
media outlets to broaden our consumer base and create a connection
that is not easy to achieve through traditional outlets,� said
Keith Bobier, Senior Director of Marketing at Unilever. �This year
we are engaging consumers and fans of the brand not only through
the entertaining series of webisodes, but also through a new
partnership with MSN.� Unilever is at the forefront of delivering
breakthrough campaigns based on insights that engage consumers in
unprecedented ways. Their integration of webisodes, online games
and incentives has proved a potent tool for driving viral reach in
the new media arena - providing acute awareness among consumers and
giving them a deeper connection with the brand. Last year's
campaign, �Sprays in the City,� garnered more than one million
unique visits to the Web site and a greater-than-50 percent boost
in unaided brand awareness among campaign visitors. �Spraychel for
President� builds on such success with a tongue-in-cheek play on
the current presidential contest. Spraychel campaigns on a platform
of progress, while Butterman stands for the old-fashioned ways of
eating. Viewers can join in the fun by watching the webisodes,
casting their vote for Spraychel, testing their skills at online
games and spreading the word about the campaign by rallying their
friends in support of Spraychel. Voting for Spraychel will earn
visitors the chance to win a presidential salary sweepstakes of
$400,000, while playing the online games provides them daily
chances to win instantly and additional entries into the grand
prize sweepstakes. Each time viewers visit www.VoteSpraychel.com to
play games or give Spraychel their support, they increase their
chances of winning.* To further reach consumers and build
word-of-mouth buzz, Unilever is joining forces with ComCast
Interactive and DirectTV to air the webisodes along with a special
TV commercial made just for the interactive TV platforms. The
campaign is also partnering with MSN to promote the �Spraychel for
President� games within the MSN Games community. Spraychel is also
getting her very own fan page on Facebook, with a behind-the-scenes
campaign blog by McGrath, who lends his voice as Spraychel's big
brother and campaign manager, Mr. More. *No purchase necessary.
Void where prohibited. I Can't Believe It's Not Butter!(R)
Spraychel for President Sweepstakes & Instant Win Game is
sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents
of the 50 U.S. states & Washington, D.C., 18 & older.
Begins 12:00:01 p.m. ET on 6/23/08 & ends 11:59:59 p.m. ET on
7/27/08. For official rules visit www.votespraychel.com. About
Unilever Unilever's mission is to add vitality to life. We meet
everyday needs for nutrition, hygiene and personal care with brands
that help people feel good, look good and get more out of life.
Each day, around the world, consumers make 160 million decisions to
purchase Unilever products. In the United States, the portfolio
includes major brand icons such as: Axe, �all,� Ben & Jerry's,
Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal
care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle,
Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and
Vaseline. All of the preceding brand names are registered
trademarks of the Unilever Group of Companies. Dedicated to serving
consumers and the communities where we live, work and play,
Unilever employs more than 14,000 people in both the United States
and Puerto Rico - generating nearly $11 billion in sales in 2007.
For more information, visit www.unileverusa.com. Keyword Tags: 2008
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